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Frances Leach
Frances Leach
Directeur de création at adam&eveDDB
London, Royaume-Uni
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TitreFor Whatever Life Throws
Agence
Campagne For Whatever Life Throws
Annonceur Unilever
Marque Persil
Date de première diffusion/publication 2013 / 7
Secteur d'activité Produits d'entretien, savons, détergents
Slogan Dirt is good
Synopsis The 50” portrays a bright eyed, freckled girl in a pristine white dress, walking confidently as stains are thrown at her from all sides. The visual spectacle aims to show that Mum has done her best to prepare her children for a world of uncertainty. 
SUMMARY:
Unilever wanted to successfully launch a new formulation of Persil’s Small & Mighty in all new packaging. 

Small & Mighty offers better stain removal in an innovative, multifunctional bottle that includes a combined applicator and in-wash detergent holder. 
Tapping into mothers’ desires to put their children’s well-being first, Unilever wanted to get mums to sit up and notice their new product, but also reflect on whether they were doing everything possible to bring up emotionally resilient kids.
Success involved driving trial and subsequent purchase of the product in order to achieve market share gains. The objective was to reverse market share declines in France, maintain momentum in the UK and deliver a stand-out campaign which engaged with consumers emotionally.
The declining market share in France was reversed with a 6% sales increase delivering incremental sales of 1.9 million Euros. The campaign doubled the UK market share target with a 9% sales increase delivering sales of 3.3 million Euros.
Type de média Télévision
Longueur
Post-Production audio
Agency
Responsable de la publicité (annonceur)
Responsable de la publicité (annonceur)
Directeur de la création
Directeur de la création
Directeur artistique
Concepteur / rédacteur
Directeur artistique
Concepteur / rédacteur
Producteur, agence
Producteur, agence
Maison de production
Post production The Mill
Planneur
Planneur
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